digital eco system

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Digital Marketing Overview

@paulinesargent

23rd October 2013



Agenda Tonight

• Digital Eco System

• Web

• Social Web

• Mobile

• Springboard Class Hashtag for sharing information and connecting #SB



What is Marketing?

• Marketing

• ………is a process by which companies create value customers and build strong customer relationshipscapture value from customers in return



Marketing: A traditional approach

• The marketing process:



Understanding the Marketplace

• States of deprivation

•Physical—food, clothing, warmth, safety •Social—belonging and affection

• Individual—knowledge and self-expression Needs

•Form that needs take …as they are shaped by culture and

individual personality Wants

•Wants …..backed by buying power Demands



Value, Satisfaction and Expectation

Customers• Value and

satisfaction

Marketers

• Set the right level of

expectations

• Not too high or low



The Selling and Marketing Concepts Contrasted

1-7



Where does the Web fit into the Marketing Paradig

•How significant is the Internet as a marketing tool?

• How does Internet marketing relate to e-marketinge-commerce and e-business?

• What are the key benefits of Internet marketing?

• What differences does the Internet introduce in

relation to existing marketing communicationsmodels?



INNOVATE!

• Innovation is the development of new customer

value through solutions that meet new needs,unarticulated needs, or old customer and marketneeds in new ways. This is accomplished throughdifferent or more effective products, processes,services, technologies, or ideas, that are readily

available to the marketplace.• It’s doing the same thing only better – supersedes

existing technologies, processes, products andservices.



Categories of Innovations

• Retail

• Directory and portals

• Online Auctions

•Search engines

• Web based mail

• PPC search marketing

• Online Publishing

• B2B Marketplaces

• Social Networks

• Open Encyclopaedia

•

P2P web telephony• Video sharing

• Web TV

• Photo sharing

Online Opportunities More Recent Opportunitie



Retail



Auctions



Publishing



Social Networks

http://www.youtube.com/watch?v=hC_M6PzXS9g





Question?

•What do these sites have incommon that you think madethem successful?



Different forms of web presence

• 1. Transactional e-commerce site:

•

Examples – Amazon, Dell• 2. Services-oriented/relationship building

• Accenture, British Gas

• 3. Brand Building site

• Tango, Guinness

• 4. Portal or media site

• Yahoo! Buy4Now

• 5. Social network or media site

• Note that these types overlap



What is this e-thing?

• Which definition is used:

• Not so important, within a company definitions he

• Scope the Internet Marketing activities that need to bemanaged

• Explain opportunities for new marketing approaches – digital transformation

• Highlights some risks to be managed



A more in-depth definition

Customer-centric digital marketing involves:

Applying…

Digital technologies which form online channels…(Web, e-mail, databases, mobile, iDTV)

to…

Contribute to marketing activities aimed at achieving profitable acquisition and retention of customers

(within a multi-channel buying processand customer lifecycle)

through…

Improving customer knowledge (of their profiles, behaviour, valand loyalty drivers), then delivering , integrated targetedcommunications and online services that match their individual

needs



How does the Internet contribute to marketing?

•

The definition of marketing by the Chartered Institute ofMarketing (http://www.cim.co.uk/) is:

• Marketing is the management process responsible foridentifying, anticipating and satisfying customerrequirements profitability

Give examples of how the Internet (web and e-mail)achieves these?



How the Internet supports marketing

• Identifying – the Internet can be used for marketing research to find oucustomers’ needs and wants

• Anticipating – the Internet provides an additional channel by whichcustomers can access information and make purchases – evaluating thidemand is key to governing resource allocation to e-marketing

• Satisfying – a key success factor in e-marketing is achieving customersatisfaction through the electronic channel, which raises issues such asthe site easy to use, does it perform adequately, what is the standard oassociated customer service and how are physical products dispatched



Evolution of Digital Technologie



Web 2.0

• Horizontal Revolution: Today information flows

ACROSS people, not just from big companies to people

• Social Media: The online means of communicationconveyance, collaboration and cultivation among

interconnected people, communities and organizatio• Interactive tools and social communications



Web 2.0 Characteristics

• Web services or interactive applications hosted on the

web e.g. Flickr.com, Google maps...• Supporting participation -community

•UGC – User Generated Content• Enabling rating of content

•

Ad funding of neutral sites – contextual advertising e.gAdsense, Overture ... Content match

• Data exchange between sites

• Facilitates the use of rich media and creation of moreinteractive experience

•

Rapid application development



Web 3.0

• Next Generation: Cloud Computing

• high speed connectivity, complex cross communityinteractions and an intelligent or semantic web whereautomated applications can access data from differentonline services....e.g. www.dropbox.com

• Facilitates easier search of complex tasks



http://www.willitblend.com/videos/view/133





Ch i N t f R l ti hi



Changing Nature of Relationships

• Firms interact with

customers using newtechnologies such associal networking,e-mail, Web sites, blogs,cell phones, and videosharing

Cold Stone Creamery uses a variety o

social media to engage customers on

more personal, interactive level

C stomer Managed Relationships



Customer Managed Relationships

• Marketing relationships in which customers,empowered by digital technologies, interact withcompanies and with each other to shape their

relationships with brands

Consumer Generated Marketing



Consumer-Generated Marketing

• Brand exchanges created

by consumers by whichconsumers play anincreasing role inshaping their own brandexperiences and those ofother consumers

Harnessing consumer-generated

marketing: H. J. Heinz invited

consumers to submit homemade ads

its ketchup brand on YouTube

Homework



Homework

“The Internet is mainly thought of as a means ofadvertising and selling products. In your own wordsdescribe other opportunities marketers can use theInternet for? Please use examples in your answer.

(A few short paragraphs with examples or bullet points

with examples)



Peak Fresh Case study



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@socialzavvy

THANK YOU!

mailto:[email protected]

mailto:[email protected]

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